Brilliant Brand Positioning from The New York Times

Taking a stand to stand out.

The New York Times’ recent campaign has created something of a storm on social media where this clip has had more than 37 million views alone. A newspaper taking the high moral ground for truth in such a complex debate was always going to be contentious.

The New York Times state: “We hold power to account. Without fear or favor. Standing up to powerful individuals and institutions takes time, effort and resources. It also requires commitment to truth at all costs.”

The comments from males and females alike run the spectrum with a fair degree of cynicism. Bottom line, the brand took a stand, they followed a strategy that dictated they stand for the values that underpin the business. In so doing they aroused wide-spread, global interest with a high degree of engagement; they made quite a stir and probably quite a few new brand fans in the process.

Big brands are built out of little, values-based wins like this.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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